HARLANDS GROUP

Helping a well established
brand extend their reach

At 1.7 million per month, The Harlands Group processes the largest number of direct debits in the leisure industry by a considerable margin. They provide clients with a state-of-the-art sign-up collection and credit control service. Their client-base includes Marriott Hotels, Odeon Cinema and JD Gyms to name a few.

The Job

To streamline Harlands’ value proposition and help create a succinct brand story that could be marketed both in the UK and across mainland Europe.

Much more than a Google Translate

The Harlands’ website is readable is six languages. However, these are not just basic translations. We worked closely with a third-party translation company to ensure that each page worked as a concise marketing tool for native speakers of each language. After roll-out, we entered into a feedback phase where incremental changes were made to increase the marketing potential of all the content.

A Unique, Brand-led UX

Not only is the on-page content fully multi-lingual, we also ensured that all meta descriptions and also URL extensions were adapted for each language to give Harlands the best Google ranking opportunities in each country. This has no doubt helped Harlands to extend its reach deeper into Europe. As the website is a multi-site, there are separate CMS areas for each language. This enables, for example, a French admin-user to make required changes that will not affect the content in any other language.

You do the math(s)

We created a custom online calculator, rooted in reliable statistics, to showcase the potential savings an organisation could make from using Harlands’ systems. After successful testing with the UK audience, the calculator was later rolled out with multi-lingual tooltips for the other countries.

Multi Channel Marketing

We are in regular contact with the Harlands team, collaborating on new marketing ideas, creating new physical and digital collateral and being a major supporter of their continued growth.

Don’t just take our word for it

Apex1 have been professional and efficient throughout our time together. The multi-lingual website they have created for us is robust, flexible and able to accommodate awkward translations which has helped us improve our brand’s reach in mainland Europe. More recent work, such as a complex case study manager module for the website and exhibition materials were created with the same high level of insight. We enjoy working with Apex1.

Sarah Pearce
Service Enhancement Manager